young urban couple with curly hair

Inviting curly consumers to celebrate their natural curls 

Curly You


Around the world there is a global movement to embrace naturally curly hair. Evonik has carefully developed a three-step approach to help consumers feel their best with their hair.


Curls are the new mainstream in beauty. Globally, the demand for hair care solutions for curly hair has increased significantly. According to Google, curls are now the most frequent search category for hair, especially when it comes to finding the best products for curl styling and- for avoiding hair straightening. In Brazil, a research conducted by Mintel to understand the different hair types of Brazilians, nearly 70% of women declared to have natural wavy, curly or kinky hair. As for the US, the #1 hair care country worldwide, nearly eight out of ten Afro-American consumers have natural hair and prefer products made exclusively for their hair type.

Because curls can have different textures, from wavy to kinky curls, consumers demand tailor-made solutions that fit best with their specific hair needs. The same is true for scalp care, which is a relevant category for curly consumers, who normally complain about their sensitive and dry scalp. Curly consumers have unique hair care routines: they avoid washing their hair on a daily-basis and incorporate up to six different products to their hair care routine, especially those in-between washes to help prolong curl definition and volume. This routine can create an unbalanced scalp resulting in irritation and compromised scalp health. 

The challenge for curly care systems lies within the need to offer gentle yet high-performing surfactant systems, develop high conditioning solutions to help repair and protect fragile hair, whilst being able to design styling solutions that can easily be incorporated in consumers’ lifestyles. Our Curly You three step approach designed for curly consumers that are unveiling their natural curls, provides everyday solutions for beautiful and bouncy curls while offering a unique concept for the celebration of natural curls:  

1. Transition Phase: Supporting consumers who decide to stop with chemical straightening and return to their natural hair texture. To help consumers during this challenging period, Evonik brings a Purifying Cleansing Shampoo, for gentle deep cleansing, a Scalp Shield Hair Tonic, that soothes sensitive scalp with added barrier and scalp protection, as well as the High Oil Mild Cleansing Scrub for gentle scalp exfoliating and delicate cleansing, with surprising foam.

2. Everyday Routine: Based on curly consumers’ unique demands we developed three formulations to transform the daily hair care routine: No-Rinse Everyday Refresher is a convenient wipe for hair and scalp refreshing, enabling easy and high-performing cleansing, Damage Repair Antidote supports hair rebuilding and strengthening from within; this premium conditioner replenishes fragile hair after the abuse from chemical processes, while Gently Cleanse Sulfate-free Shampoo is the perfect solution for the gentle, yet high-performing cleansing of curls, to minimize further damage.

3. Solutions for Bouncing Curls: Styling is an important category, and being attuned to that, Evonik offers four innovative styling formulations which include: Hair Definition Primer, for long-lasting defined and moisturized curls; Curls in Place Hair Stick, formulated with natural-based emollients for soft, smooth and disciplined curls; Conditioning Miracle Hair Ampoule, a leave-in conditioner that transforms from very fluid to a rich white emulsion upon the addition of water for a playful experience; and Anti-Frizz Oil in Balm, a rheology transforming experience for unplugged curls regardless of the weather!

All in all, the Curly You concept provides inspiring and suggestive formulations for different curl types. It includes mild and sulfate-free surfactant systems, repair and protective conditioning solutions for both hair and scalp, and creative and on-the-go styling formulations with wide formats, to enable curly consumers to wear their hair naturally. That’s what we call: The Soul & Science of Beauty.


Formulations

15 formulations found for search term "Men's Care".

  • 3in1: Whole Body Clean & Shave Shower Gel FOR MEN - UW 508/4

    Mild hair and body shampoo with pleasent refatting and conditioning effect. As additional benefit also suitable for shaving. Provides a dense and creamy foam.

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  • After Shave Lotion (with Alcohol) - JB 5/15-1
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  • Age Control Eye Roll on for Men - MAC 867/7

    This cooling eye roll on developed for men moisturizes the skin, reduces wrinkles and evens the skin tone.

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  • Beard Oil - UL 5829/1

    Includes TEGO Cosmo P 813 MB with antimicrobial benefits.

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  • Brushless O/W Shaving Cream - MK 3/15-1
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  • Cleansing Tonic for blemished skin - also for Teens - SG 896/13

    Soothing facial treatment with NMF mimic and skin-beneficial Phytosphingosine

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  • Humectant Facial Cleansing Gel for men - UM 216/15

    Very mild cleanser (RBC-test:slightly irritant) containing LACTIL as NMF mimic

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  • Mild conditioning hair, body and beard shampoo - UW 998/21

    PEG- and SLES/SLS-free. The combination of VARISOFT EQ 100 and ANTIL SPA 80 provides hair and skin conditioning effect.

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  • O/W After Shave Balm - SZ 8/19-10

    This fast-absorbing and non-greasy formula combines three performing properties in one: It immediately soothes the skin after shaving, reduces wrinkles and cools men’s skin.

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  • O/W After Shave Cream for Men - F 35/01-10
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  • O/W After Shave Cream for Men - SG 18/16-1

    The fast-absorbing, non-sticky and non-greasy formula which soothes the skin after shaving.

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  • Refatting balsam shampoo for beard, hair and body - UL 5761/67

    Cold process. Including 50% Sunflower Oil. Intensive conditioning and refatting effect. Silicone-free.

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  • Regeneration After Shave Balm - CD 942/3

    Coldprocessable after shave balm with optimized Ceramide composition

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  • Smoothing beard and face moisturizing fluid - SZ 6/19-1

    Fluid emulsion based on TEGO® Care PBS 6 MB, a natural emulsifier able to formulate low-viscous systems with light texture. TEGO® Cosmo C 100 energizes and moisturizes Skin and beard.

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  • Sportshower - KA 05259

    Refreshing body wash formulated for skin health of active people

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